Problem
People often forget to take action without a prompt.
Action
Place a clear trigger where users will encounter it at the right moment.
Outcome
Users start the behavior more consistently.
Chapter: Trigger
Problem
People avoid behaviors that require too much effort.
Action
Reduce friction so the desired action is simple and quick to perform.
Outcome
More users complete the behavior.
Chapter: Action
Problem
Predictable rewards lose their ability to hold attention.
Action
Provide rewards with variation or uncertainty from one use to the next.
Outcome
Users stay engaged and return to repeat the behavior.
Chapter: Variable Reward
Problem
People are less likely to return when they have invested nothing.
Action
Ask users to contribute a small amount of effort, information, or content in exchange for value.
Outcome
Users become more committed to future use.
Chapter: Investment